Flemington, NJ, December 17, 2009 – Results from a new national study among 918 Americans revealed that people continue to be less tolerant of elaborate Christmas decorations compared to previous years. HCD Research compared the results of the study to similar studies that were conducted during the 2007 and 2008 holiday seasons.
The recent study was conducted by HCD Research using its mediacurves.com® website during December 15-16 to obtain Americans’ perceptions of Christmas decorations, and compare their perceptions to similar studies conducted during the last two years. To view detailed results go to: www.mediacurves.com.
During the study, half of the participants viewed a photo taken at night of a modest house decked-out in lights and illuminated figures, while the other half viewed a daytime photo of a similar modest house decorated with a few wreaths. After viewing the photos, participants were asked the same questions about the type of people who might live in the houses.
Results of the study indicated that Americans continue to be less tolerant of elaborate Christmas decorations, with 47% of respondents indicating that there is a need for less holiday decorations compared to last year’s study in which 43% of respondents indicated that there was a need for less holiday decorating. The top two reasons respondents cited for less decorations were less money to spend on decorations (66%), and the economic crisis, unemployment and other national concerns (42%).
Respondents also had a more negative view on elaborately decorated houses. The percentage of respondents who indicated that they would like to have the elaborately decorated house in their neighborhood decreased from 55% in 2007 to 45% in the recent study.
Among the findings:
Would you like to have this house in your neighborhood?
|
|
2007 Decorated |
2008 Decorated |
2009 Decorated |
2007 Not Decorated |
2008 Not Decorated |
2009 Not Decorated |
|
Yes |
55% |
47% |
45% |
79% |
72% |
75% |
|
No |
17% |
18% |
19% |
7% |
9% |
5% |
|
Wouldn't Care |
28% |
35% |
35% |
14% |
19% |
20% |
In what way have your feelings toward holiday decorating and festiveness changed this year compared to last year? (For those who responded that their feelings towards holiday decorating and festiveness have changed in the past year)
|
|
2008 |
2009 |
|
There is a need for more holiday decorations and festiveness |
37% |
33% |
|
There is a need for less holiday decorations and festiveness |
43% |
47% |
|
Not sure |
20% |
20% |
Why do you think there is a need for less holiday decorating and festiveness this year compared to last year? (For those who responded that there is a need for less Christmas decorating and festiveness this year)
|
|
2008 |
2009 |
|
It isn’t appropriate (with unemployment rates going up, the economy crisis and other national concerns) |
37% |
42% |
|
Less influences in your household this year (spouse, children, etc.) |
16% |
18% |
|
Personal reasons |
27% |
30% |
|
Less appreciative this holiday season |
8% |
11% |
|
Not as much money to spend |
71% |
66% |
|
Less time to spend on decorating and preparing |
24% |
27% |
|
Other |
5% |
7% |
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
|
 Send This Thread to a Friend |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
